Could Face Presence in Print Ads Influence Memorization?
A large amount of literature in psychology and neurosciences demonstrates that attention is preferentially and automatically oriented toward faces. This stimulus is fixed longer and processed faster
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06/03/2014
• #Marketing
Evolutionary versus Revolutionary Brand Logo Change: Higher Degrees of Brand Logo Change Hurt Brand Recognition for Highly Brand Conscious Consumers
Two experiments tested the effects of different degrees of brand logo change on brand recognition. Experiment 1 (N=120) tested effects of degree of logo change (original vs. small vs. substantial
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06/03/2014
• #Marketing Messaging
Icons as Tools of Visual Persuasion in Advertising
Although visual rhetoric offered a promising theoretical framework for understanding how visual communication works in advertising, it has not yet provided a systematic understanding of how visual
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06/03/2014
• #Marketing
The Influence of “Attitude Toward the Typography” in a Print Advertising Context
Although the place of writing in communication remains important, surprisingly, little research has been done on the role of typography in an advertising context, especially on attitude toward the ad
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06/03/2014
• #Marketing Messaging
Inner Value Conflicts: Emotional and Behavioral Consequences of Cross-Border Shopping
Motivated by potential savings, an increasing number of consumers travel to neighboring countries for the main purpose of shopping. This cross-border shopping might seriously harm local economies,
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06/03/2014
• #Consumer Protection
Segmentation of Spatially Dependent Geographical Regions: Model and Application
Spatially Contiguous segments are managerially more attractive in terms of logistical and administrative efficiencies. The research develops and tests a methodology that assigns geographical units
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06/03/2014
• #Planning and Strategy Management
The Standardisation-localisation Dilemma for luxury Fashion Retailers’ Internationalisation into China
This paper considers the standardisation-localisation debate within the context of foreign luxury fashion retailers’ internationalision into the Chinese market. Luxury retailers must balance the
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06/03/2014
• #Marketing
The Magnitude of Company Image Improvement Through Cause Related Marketing
This study investigates to what extent the company image would improve for a company after applying a cause related marketing (CRM) campaign. It is suggested that the magnitude of company image
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06/03/2014
• #Corporate Image